Memory Color Effect Induced by Familiarity of Brand Logos

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Kimura, Atsushi; Wada, Yuji; Masuda, Tomohiro; Goto, Sho-ichi; Tsuzuki, Daisuke; Hibino, Haruo; Cai, Dongsheng; Dan, Ippeita; (2013)
  • Publisher: Public Library of Science
  • Journal: PLoS ONE,volume 8,issue 7 (issn: 1932-6203, eissn: 1932-6203)
  • Related identifiers: doi: 10.1371/journal.pone.0068474, pmc: PMC3707833
  • Subject: Sensory Perception | Social and Behavioral Sciences | Research Article | Biology | Cognitive Psychology | Memory | Neuroscience | Mental Health | Medicine | Experimental Psychology | Psychophysics | Visual System | Q | R | Learning and Memory | Psychology | Science | Sensory Systems

Background When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effec... View more
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